After experiencing declining sales of late, GNC had been hoping to turn its fortunes around by investing an estimated $5 million in a 3o-second Super Bowl ad on Fox this year. However, the NFL had rejected the ad due to the league’s rules prohibiting banned substances, and GNC is on the list of brands players are prohibited from endorsing.
Since the ad will not air during the Big Game on Fox tonight, the brand is trying to make the best of the situation by having a little fun of its own on Twitter.
Prior to the game, GNC tweeted this, referring to the NFL as the #NoFunLeague:
— GNC (@GNCLiveWell) February 5, 2017
The tweet links to the spot, “Courage to Change,” that GNC had been planning to run during the game. The brand had hoped that its Super Bowl spot would help reverse its 65 percent stock slide over the last year.